[ Chinese wardrobe network ] [Chinese wardrobe network ] 
At the moment, it is a very common phenomenon for custom furniture companies to ask for celebrity endorsements. For the enterprise, the "fan economy" brought by the stars is very valuable. "Fan economy" is the fan's investment in emotional capital, turning rational consumption into perceptual consumption, and turning the heart into action, thus supporting the brand and generating repeated purchases. Specific to the "star fan spokesperson's fan economy", fans around the "star" symbol, "emotional capital" to build a huge fan economy, and ultimately achieve fans' sense of belonging to the brand and repeated purchases.
Customized companies invite celebrity endorsements to experience three stages
Customized companies invite stars to be spokespersons for a long time. Overall, it has gone through three phases:
Stage 1.0: Please shoot TVC, print ads, record audio, attend events - traditional media
Stage 2.0: Please send a star to Weibo - social media
Stage 3.0: Fan Action by Celebrity Spokesperson - Fan Community
We see an obvious feature in the first two stages: the company ignores the value of the fans, only the one-way spread of the stars. Entering the "3.0 stage", many companies began to see the thousands of fans behind the stars, recognizing an essential question: how many fans determine the star's worth index, is the price of the celebrity endorsement! Therefore, it is only the first step for companies to invite celebrity spokespersons. Next, how to inspire the power of celebrity fans is especially important.
The reason why "star spokesperson fan operation" is not valued is because it looks easy; but it is a very hard and painful thing to do. At the end of the day, fan operations are in the operation of "the relationship between people." When a company is engaged in "fan operations," it is not a specific product or brand, but a "person" with temperature.
How should a custom enterprise inspire the power of fans?
The reason why many companies can't do "star celebrity fan operations", the most fundamental reason is: the operating team does not know the fans, no empathy, can not penetrate the fan community, and fans with hi, good, and fun. Knowing fans and building channels is for the ultimate "one foot": to really play with fans, that is, "participatory marketing." Since it is "playing", it can't always be the old routines such as "microblogging forwarding courtesy". In fact, fans also care about what creative way to play with the stars. The key is: to play with the heart, the emotional capital of the fans can be released, and the brand value of the company can be recognized by the fans.
Therefore, cabinet companies should be good at using entertainment to inspire the imagination of star fans, create rich experiences for fans, create events that fans actively participate in, let fans become the protagonist of the event, and leave unforgettable memories; in the end, fans will be intimate The move is the recognition and attribution of the corporate brand.
In short, the key to “participatory marketing†is to let fans have the right to speak. And this is what many companies "know, but hard to do." Many custom companies face fans, this is not assured, that is not at ease, always thinking about what to do for the fans, control the fans every move. Through the practice of celebrity spokesperson fan operations, the first step for celebrity spokesperson fan operations is to serve the fans first, instead of thinking about how to profit from the fans.
Shaoxing Shangyu Sansan Umbrella Co., Ltd , https://www.sansan33.com